British energy drink Lucozade Energy is encouraging people to "find your flow" in a 14m pound ($22m) repositioning campaign that includes this humorous TV spot as well as outdoor ads that aim to help crowds flow better at commuter pinchpoints.
The TV commercial, directed by Nathan Pryce of Park Pictures, shows ordinary people "finding their flow" in a variety of quirky or funny situations -- including a librarian who can get her books to fly into the shelves, a guy who falls off a treadmill looking at a girl but turns the situation around and a woman mending her own car as she drives down the highway.
The brand is also placing posters and outdoor executions at busy stations like London's Waterloo, Manchester Piccadilly and Liverpool Lime Street, some of which include floor signs directing commuters in and out of the station as quickly as possible. A special build within the tunnels of London's super-busy Oxford Circus underground station will create different "flow lanes" and "slow lanes" for people wanting to move at different speeds.
The campaign, which also includes radio ads and digital and social activity by Analog Folk, is Lucozade Energy's biggest ever and is aimed at repositioning the brand as something for everyday life, rather than a drink to give you a boost when you're sick, hungover or low in energy.
In a statement, Lesley Stonier, marketing manager, Lucozade Energy, said: "Lucozade Energy is the second-largest carbonated soft drink in the impulse and convenience sector, yet the brand is still perceived by some as an occasional crutch in moments of severe energy defects. Find Your Flow aims to reposition Lucozade Energy as an ally to busy lives, helping "daily strivers" --busy men and women on the go -- find their rhythm and keep it."